In the current markets characterized by higher complexities digital servitization could sustain industrial organizations to actualize innovation opportunities, thereby enhancing their competitiveness. However digital servitization engenders a structural, behavioral, and cultural transformation of industrial organizations, bringing customer centricity and digitalization in services’ design and delivery. By proposing a strategic conceptualization of value co-creation, the work lies the theoretical foundations for a system approach as a key to understand how digital servitization can enable and foster industrial organizations to create new value and innovation in BtoB markets. Then, the work aims at offering a reinterpretation of digital servitization, based on a better understanding of those most critical managerial issues that the extant research underestimated. At this end, combining the most recent advancements of S-D logic and Viable System Approach a holistic framework is advanced to detect the strategic management of the technology-enabled shift from a product-centric to a service-centric logic, also identifying the socio-technical dynamics and the underlying viable mechanisms leading to a digitized value creation. From a practical standpoint, an empirical investigation aimed to activate the digital servitization framework is proposed. At managerial level, the study offers insights on relevant factors able to support the decision- making process for successfully shape a viable digital ecosystem within industrial markets by enhancing the value generated through the emergence of different kinds of innovations.
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